A Practice for Everyday Life develop a characterful combination of copy and colour for New Name

Established in 2020, New Name Entertainment is a production company whose work focuses on curating, directing and producing thought-provoking original content for curious minds; most noticeably the popular dark comedy podcast Soft Voice starring Naomi Scott, Olivia Cooke and Bel Powley. Working closely with founders Naomi Spence and Jordan Spence, London-based design studio A Practice for Everyday Life devised New Name’s identity, print collateral and website; resulting in an elegant and vibrant typographic spectacle. The key component of their solution is a short passage of text that reflects the company’s passion for storytelling and focus on uncovering new and unheard voices. This text is divided into small, intriguing snippets that appear across brand ephemera in combination with unexpected colour combinations and linear details as a subtle connecting reference to the different contributors involved in New Name’s output. For the typography, A Practice for Everyday Life chose Glossy Display from Amsterdam-based type foundry Bold Decisions – an uncanny high contrast serif that, through its Light and Light Condensed weights, brings a balance of quirk and sophistication to their characterful combinations of copywriting and colour.